Mobile search is no longer the way of the future – it’s the way of the present. In fact, now more than 60% of all searches occur on a mobile device. This means that if you’re not considering mobile in your marketing strategy, you’re missing out on the opportunity to get noticed by the majority of consumers.
So what does a mobile-friendly marketing strategy entail, exactly? Read on as I share the four tips for creating the best mobile marketing strategy possible.
1. Start with a Speedy Website
Your website is the online home of your business, so you want it to make a great first impression. Have you ever tried to open a site on your mobile browser and found it takes forever to load? We’ve all been there, and the first thing most of us do when we’re greeted with a website that takes more than a few seconds to load is to hit the back button and resume our search.
To avoid becoming “that website,” you’ll want to make sure that your site loads quickly on mobile. If you’re not sure where you stand, Google has a handy tool called PageSpeed Insights that will give both your mobile and desktop sites a rating based on how quickly they load. If your mobile site is sluggish, chat with your developer to identify and fix the issues.
2. Go for Responsive Design
If you’re worried about how your site will look across a variety of mobile devices, consider embracing responsive design. This format sizes images and blocks of information on your site in relative terms, meaning that it will always be legible and clean, no matter what size screen the consumer uses to browse.
As with speed, responsiveness is key. Think of them as the foundation of mobile marketing.
3. Make Calls to Action Accessible
A call-to-action button on your website is a great way to drive conversions and nudge consumers along through your lead nurturing process. But the way that consumers see and interact with a call-to-action button will be different on a phone or tablet than it will be on a desktop.
The first thing you’ll want to consider is button placement. Since the real estate on a phone or tablet screen is smaller, consider putting the button higher up the page, so that visitors don’t have to scroll too long before they reach the offer. You want your call to action button to be easy to see and touch so consumers can easily call you, send you a message, or do whatever it is you want them to do.
Speaking of calling you – I’ve personally been on a site on my phone and tried to make a call, but their button either didn’t work, or they wanted me to copy and paste the number to dial. Why would I do that when so many sites make it much easier? Adding a click-to-call button for mobile visitors is a great way to make contacting you a breeze.
Part of the job of mobile marketing is to drive conversions, which means the CTA needs to work flawlessly.
4. Remember Vertical Video
Think about the standard way we all hold our phones: vertically. Consumers don’t want to have to keep flipping their phones back and forth to view your content online, so it’s time to start thinking about vertical video.
Horizontal video used to be the norm, because it eliminates those silly black bars on either side of the image and is optimized for those viewing on a laptop or desktop screen. However, as mobile use becomes more prominent, there is now an argument to be made for vertical video.
While more highly produced video on your website (think team bios or your company’s origin story) can still be displayed in widescreen, consider creating social marketing content in a vertical orientation. Sites like Facebook recognize the value of mobile marketing, and even optimize for vertical video.
Mobile marketing isn't going anywhere. In fact, it's only becoming more essential. So if you haven’t thought about how to optimize your marketing strategy for consumers interacting with your brand on their phone or tablet, now’s the time!